Maintaining a lucrative business in the nightclub industry isn’t easy. You need to stay up-to-date on industry trends and offer the best experience in the biz. Here are 5 trends top nightclubs use to stay ahead of the curve.
1. Know your customers
People are a part of your product. The better people you have inside your club, the better the party. But to get the best people in your door, you first have to know which type of people you want to attract and thereby represent your club. There’s no shame in saying no to those that don’t fit your criteria. The best clubs implement a dress code, recommend specific times for guests to arrive and demonstrate a strong ratio of both gender groups.
From there, treat your customers with respect and show them you really care. Don’t sell out high-profile customers. Clientele of high importance go to elite clubs where they feel safe and can relax, yet are treated by staff with the personal VIP status they deserve. Having a good customer relationship management (CRM) system that is tied to important analytics can help your club achieve this. The more you know about your audience, the better service and experience you can offer to your clients, and the more likely they are to return.
2. Appear exclusive
Instilling an exclusive concept in people’s minds gives your club an edge; a desire; a reason to want to party at your venue. Those that get in are part of the hottest group around. Do this by focusing on your target audience. Letting only those that fit your criteria through the door provides a better inside experience than simply letting anyone in. Top clubs turn relatively ordinary experiences into extraordinary ones, appearing as incredibly desirable. They know their audience, they treat them well, they appear inaccessible to everyday pedestrians, and they make themselves the talk of the town.
3. Get in tune with top musicians
The trend of electronic music of multiple genres isn’t only sweeping the nation, but is a sign of class and status in the nightclub industry. Top clubs welcome electronic music sensations, and get on the bandwagon of in-house performances. In fact, 88.3% of Nightclub and Bar Magazine’s 2012 Top 100 list feature DJs, 73.6% host live entertainment and 80% offer a dance floor. The DJ is the new rock star, so it’s worth investing in the right one to play the right music.
4. Improve operations
Let’s face it – it’s not efficient to operate with pen and paper. So why do you still use it? Too many clubs still use written guestlists, handwritten bottle service orders, and scan photocopies of patron’s IDs. It’s nearly impossible to track results this way, let alone effectively communicate across staff and offer exceptional client experience.
There are services available that top clubs are using to streamline operations and maximize profits, such as guestlist management software, reservation management software or CRM systems. In fact, there are solutions out there that offer the whole gamut in one spot. These solutions give you better insight, increase efficiency and revenue, and ultimately lead to a better customer experience to keep them coming back for more.
5. Offer the latest and greatest
Society is becoming savvier, which means people expect the latest and greatest at the tip of their fingers. Is that what your club is offering? It’s easy to get too ingrained in your own venue that you look past the lack of technology, dated décor, and overall aged experience. Offer sexy technology solutions for your clients to interact with. Have some eye candy – staff, models, and dancers – to get them excited. Install state-of-the-art sound and lighting systems. Keeping trends top-of-mind will help ensure longevity and class.
Whitney Larson is the president at Vēmos. Contact her at whitney.larson@vemos.io
